The COVID-19 pandemic has forced businesses to move away from traditional B2B, B2C, and B2B2C categories and embrace the new B2P - Business-to-People - approach. People are no longer separate entities at work and at home, and businesses have to acknowledge them as individuals with unique wants and expectations.
Businesses should focus on their customers' real-world needs in order to craft new strategies that address the challenges they are facing. This means engaging in conversations with customers, skipping platitudes and focusing on creating value, while also making sure to keep communications sincere and strategic.
The pandemic has also shifted the way people communicate with each other - instead of thought leadership, helpfulness, utility, connecting with people and offering them something of value has become more important. This is an opportunity for businesses to focus on real people and help them in these difficult times.
Forget B2B and B2C: It's a B2P World Now
Don't worry ... it's FREE!
Although people globally are torn over whether brands should weigh in on politics more, most say they have made brand choices to express their own personal politics, according to recent research.
See how European B2B marketers are succeeding by prioritizing authenticity and data privacy best-practices. Discover takeaways for US marketers. Read more.
Learn how integrating purpose into your B2B strategy builds trust, strengthens client partnerships, and drives business growth. Read more now.
Most B2B professionals expect their firm's marketing budget will either increase or stay the same in 2025, according to recent research.
An impassioned argument that corporate Pride often falls short of meaningful allyship, focusing instead on commerce and misunderstanding the LGBTQ+ community as a monolithic group. Read more.
Learn how a positioning framework can align product and marketing teams, reducing confusion and improving outcomes. Read more.